The Definitive Guide to Lead Generation

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CHAPTER SEVEN: SOCIAL MEDIA AND LEAD GENERATION PEER-TO-PEER INFLUENCE MARKETING Social marketing is shifting away from company-to-buyer marketing, and toward peer-to-peer influence marketing. Need proof? A recent Forrester survey found that only 20% of buyers believe what a brand says about itself, because people view any brand-to-buyer communication as an advertisement. Conversely, 70% of buyers trust the recommendations of their friends and family. When people learn about your brand through social, it gives you the opportunity to turn those “Likes” into leads. By adding elements of social to your campaigns, you empower customers, prospects, and fans to become brand advocates. Leveraging the power of peer-to-peer communication delivers no- or low-cost brand lift and increased brand authenticity. Because your audience’s peers have nothing to gain by recommending a product, peer-to-peer word of mouth is one of the most credible forms of “advertising”. “To what extent do you trust each of the following types of advertising/promotion?” (4 or 5 on a scale of 1 [do not trust at all] to 5 [trust completely]) Brand or product recommendations from friends and family Professionally written online reviews (e.g., CNET, consumer reports) Consumer-written online reviews (e.g., Amazon) Natural search engine results (e.g., Google, Bing) Information on websites of companies or brands Sponsored search engine results (e.g., Google, Bing) Emails from companies or brands Posts by companies or brands on social networking sites (e.g., Facebook, Twitter) Information on mobile applications from companies or brands Ads on websites (e.g., banners) Text messages from companies or brands 24% 11% 18% 10% 10% 8% 8% 23% 15% 12% 10% 9% 33% 38% 37% 32% A Forrester Research survey on consumer trust in advertisements 27% 61% 46% 43% Digital push content 55% 70% Self-seleced digital pull content US EU* Europeans trust all advertising communications less than Americans Base: 57,499 US online adults (age 18+) *Base: 15,654 EU-7 online adults (age 18+) Source: North American Technographics* Online Benchmark Survey (Part 1), Q2 2012 (US, Canada) * Source: European Technographics* Online Benchmark Survey, Q3 2012 64
CHAPTER SEVEN: SOCIAL MEDIA AND LEAD GENERATION SOCIAL SHARING Social sharing amplifies your message and your lead generation efforts, but getting people to share isn’t easy. People are motivated to share by: 1. Reputation enhancement 2. Access to something exclusive 3. Opportunities for co-creation/authorship 4. Competitions 5. Altruism “When it comes to sharing on social, pick the channel where you can best tell your story. If you’re better in video, use YouTube. If you’re brief and quippy, use Twitter. Pick what you like.” – Chris Brogan, CEO and Founder, Human Business Works Social Sharing Offers Keep these motivations in mind, and try to align them to your social offers. Consider adding some extra oomph to your social campaigns and messaging by employing one of these tactics: • Refer-a-friend: Create a compelling offer for both the referrers and referees. This taps into the same power as peer-topeer recommendations—people are far more likely to trust their friends. Of course, this is also a fantastic way to collect lead information. • Sweepstakes: Create a contest and get your entrants to spread the word on your behalf. Everyone loves winning, and contests are highly shareable on social channels. You can also gain important lead data through entry forms. • Polls and voting: Everyone has an opinion, and most people are happy to share. Build relationships with campaigns that engage your audience and compel them to share their opinions. You can also gain valuable information about your leads’ likes and dislikes, which can help you plan future campaigns. • Flash deals: Create a sense of urgency with a strong CTA and a time limit—these cause leads to act quickly. Flash deals can quickly increase brand awareness and bring in new customers. Utilizing the 80/20 Rule for social So what kind of content should you post on social channels? Social media has many different functions, including lead generation, brand awareness, and relationship building. To be effective, you need a good balance of promotional content and thought leadership. We advise marketers to use the 80/20 rule—80% of your content should be informational/educational, and 20% should be self-promotional. 65
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TABLE OF CONTENTS 03 04 07 11 19 20
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CHAPTER ONE: WHAT IS LEAD GENERATIO
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CHAPTER ONE: WHAT IS LEAD GENERATIO
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CHAPTER TWO: HOW HAS LEAD GENERATIO
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CHAPTER TWO: HOW HAS LEAD GENERATIO
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CHAPTER THREE: DEFINING A LEAD WHAT
Page 14 and 15: CHAPTER THREE: DEFINING A LEAD WHAT
Page 16 and 17: ASK THE EXPERTS: WHAT IS A LEAD? Q&
Page 18 and 19: CHAPTER THREE: DEFINING A LEAD MAPP
Page 20 and 21: CHAPTER FOUR: CONTENT MARKETING
Page 22 and 23: CHAPTER FOUR: CONTENT MARKETING WHY
Page 24 and 25: ASK THE EXPERTS: CONTENT MARKETING
Page 26 and 27: CHAPTER FOUR: CONTENT MARKETING THE
Page 28 and 29: CHAPTER FOUR: CONTENT MARKETING VIS
Page 30 and 31: CHAPTER FOUR: CONTENT MARKETING COM
Page 32 and 33: CHAPTER FIVE: WEBSITE AND SEO WEBSI
Page 44 and 45: CHAPTER FIVE: WEBSITE AND SEO CHECK
Page 46 and 47: CHAPTER FIVE: WEBSITE AND SEO SEARC
Page 48 and 49: CHAPTER FIVE: WEBSITE AND SEO AUTHE
Page 50 and 51: CHAPTER FIVE: WEBSITE AND SEO KEYWO
Page 52 and 53: CHAPTER FIVE: WEBSITE AND SEO ON-PA
Page 54 and 55: CHAPTER FIVE: WEBSITE AND SEO THE P
Page 56 and 57: CHAPTER SIX: LANDING PAGES
Page 58 and 59: CHAPTER SIX: LANDING PAGES LANDING
Page 60 and 61: CHAPTER SIX: LANDING PAGES LANDING
Page 62 and 63: CHAPTER SEVEN: SOCIAL MEDIA AND LEA
Page 80 and 81: ASK THE EXPERTS: SOCIAL MEDIA AND L
Page 82 and 83: ASK THE EXPERTS: SOCIAL MEDIA AND L
Page 84 and 85: CHAPTER EIGHT: EMAIL MARKETING MAIN
Page 86 and 87: CHAPTER EIGHT: EMAIL MARKETING EMAI
Page 88 and 89: CHAPTER EIGHT: EMAIL MARKETING EMAI
Page 90 and 91: ASK THE EXPERTS: EMAIL MARKETING RO
Page 92 and 93: CHAPTER EIGHT: EMAIL MARKETING PAID
Page 94 and 95: CHAPTER NINE: PAID PROGRAMS
Page 96 and 97: CHAPTER NINE: PAID PROGRAMS PAY-PER
Page 102 and 103: CHAPTER NINE: PAID PROGRAMS CONTENT
Page 104 and 105: CHAPTER NINE: PAID PROGRAMS DIRECT
Page 106 and 107: CHAPTER NINE: PAID PROGRAMS DIRECT
Page 108 and 109: CHAPTER NINE: PAID PROGRAMS EVENTS
Page 110 and 111: CHAPTER NINE: PAID PROGRAMS EVENTS
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CHAPTER TEN: TELEPHONE-BASED LEAD G
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CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LE
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PART THREE: OPTIMIZE AND MEASURE YO
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CHAPTER TWELVE: TESTING AND OPTIMIZ
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CHAPTER THIRTEEN: METRICS
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CHAPTER THIRTEEN: METRICS METRICS P
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CHAPTER THIRTEEN: METRICS OPPORTUNI
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CHAPTER THIRTEEN: METRICS FIRST-TOU
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CHAPTER THIRTEEN: METRICS MARKETING
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CHAPTER THIRTEEN: METRICS FOCUS ON
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CHAPTER FOURTEEN: LEAD GENERATION T
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CHAPTER FOURTEEN: LEAD GENERATION T
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CONCLUSION LEAD THE WAY! We know th
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APPENDIX Marketing Automation PPC S
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DG2LG-01142014 © 2014 Marketo, Inc
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The Definitive Guide to Lead Generation

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